This document discusses integrated branding and marketing strategies. It explains that integrated branding uses consistent branding across all marketing efforts to present a unified brand identity. It identifies the key components of integrated branding as the foundation, corporate culture, brand focus, consumer experience, communication tools, promotional tools, and integration tools. The four C's of integrated branding are coherence, consistency, continuity, and complementarity. The goals of integrated branding are to make the brand recognizable, believable, and compelling.

1. INTEGRATED BRANDING
&MARKETING MIX STRATEGY OF
INDIAS FMCG PATANJALI

2. INTEGRATED BRANDING
Integrated branding is the use of brand identity,
personality, advertising, product design, website & online
marketing etc to make your target market associate your
particular company with admirable character traits and
core values.
Integrated branding is also an organisational structure and
process that presents a consistent message ,image and
personality across all marketing efforts. It allows business
and brand to speak with a consistent, unified voice

3. COMPONENTS
▪ Foundation
▪ Corporate culture
▪ Brand focus
▪ Consumer experience
▪ Communication tools
▪ Promotional tools
▪ Integration tools

4. The Foundation - As the name suggests, foundation stage involves detailed analysis of
both the product as well as target market. It is essential for marketers to understand the
brand, its offerings and end-users.
The Corporate Culture - The features of products and services ought to be in line with
the work culture of the organization. Every organization has a vision and it’s important
for the marketers to keep in mind the same before designing products and services.
Eg: Organization A‘s vision is to promote green and clean world. Naturally its products
need to be eco friendly and biodegradable, in lines with the vision of the organization.
Brand Focus - Brand Focus represents the corporate identity of the brand.
Consumer Experience - Marketers need to focus on consumer experience which refers
to what the customers feel about the product. A consumer is likely to pick up a product
which has good packaging and looks attractive. Products need to meet and exceed
customer expectations.
Communication Tools - Communication tools include various modes of promoting a
particular brand such as advertising, direct selling, promoting through social media such
as facebook, twitter, orkut and so on.

5. Promotional Tools - Brands are promoted through
various promotional tools such as trade promotions,
personal selling and so on. Organizations need to
strengthen their relationship with customers and
external clients.
Integration Tools - Organizations need to keep a
regular track on customer feedbacks and reviews.
employess need to have specific software like
customer relationship management (CRM) which
helps in measuring the effectiveness of various
integrated marketing communications tools.

6. FOUR C’S OF INTEGRATED
BRANDING
◻ Coherence
◻ Consistency
◻ Continuity
◻ complementary

7. Coherence: All of your branding communications should
make sense when looked at as a whole entity. Every message
sent out should fit into the “bigger picture” of a brand’s
communication plan in terms of how it relates to other
messages sent, as well as the primary themes of marketing
and sales.
Consistency: All of the various branding communications
should hit on the same messages. company should never have
to worry about their customers becoming confused by
contradictory messages. Instead, they should all be in line with
your marketing and sales themes.

8. Continuity: While brand messages can evolve over time,
there should always at least be an element of continuity to
these messages. In addition to ensuring all of the tools and
messages are consistent, company must carefully plan how
they will evolve those messages throughout the sales cycle and
as their business slowly matures and evolves itself.
Complementary: How do all of their communication efforts
come together in a single unit? Every aspect should
complement the other to form a single synergistic
communications entity.

9. WHAT DOES INTEGRATED
BRANDING ACHIEVE?
◻ MAKES BRAND RECOGNIZABLE: Stakeholders will
know your brand wherever they encounter it. Visiting your
factory or your office, meeting you at an exhibition, browsing
your website or seeing your ad in a magazine.
◻ MAKES BRAND BELIEVABLE: Each interaction with
brand will “feel” the same, speak the same language –so as to
breed familiarity and trust in each interaction.
◻ MAKES BRAND COMPELLING: By delivering brand
with synergy and consistency, there will be a buy-in –from
prospective customers, employees or investors.